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Privacy is overrated

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In the case of the state, to ensure security — of all kinds

Especially of the kind that means "we are secure in our power, and nobody can oppose us, whatever we do".

In the case of big organizations to (i) learn about the user so as to improve the product

Where "improve" may mean "extract more value from the user".

So, if the intentions are good,

That's one towering "if" right here.

They cannot admit to surveillance/collection of data

If you can not admit what you are actually doing, you may not be in the good guys territory anymore.

The cached meaning of 'surveillance' in the minds of the people is ... erm ... not good. They need to invent a new phrase.

The term for this is "euphemism treadmill". It's not a new thing. If you started to call crap "candy", the crap doesn't stop stinking, but the word "candy" would start stinking.

Cc: 'global warming' needed to be jetissoned for 'climate change'.

And that changed everything. Wait, it actually didn't. It changed nothing.